Wayne!
While I can't say I've done a national brand I have one client who has tried to become an Internet brand. Looking at the greater market you have to try and think about a multihued approach. One on end you need to cater to the internet, especially if the product is web related, that?s a no brainier and sites like this one really do cover all of that. The harder part is off-line marketing simply because there are so many angles you can go. Most brands start within a niche focusing on a specific region be it a city or a state. Depending on the budget companies will combine tv and radio ads for regular branding along with print ads like billboards, coupons (if applicable), newspaper ads and the like. The idea is to really get your name out to everyone who would be a likely consumer depending on the niche and then go even further. If this product/ service is meant to be a major brand then before you even consider how to advertise the product you will need to put some serious effort into research and focus groups. No matter how good a product may seem consumers are the only true test and figuring out who your ideal market is before you try and blow out the name will mean a much higher sales rate later on. With research in hand and an understanding of the available print, newspaper, tv and radio ads it is also important to work with vendors/stores to put the product in direct reach of consumers. This is a huge mistake many web-only companies make in thinking they can blow out a product by selling the name and getting people to order online. As good as websites are, nothing beats being able to buy a product at a local walmart, bestbuy or whatever store is applicable (if it is a product). Obviously this is a very simplistic view of a complex process... whats the brand you're planning to sell here, W Luke cola